Artificial Ingredients

Normally when marketing food, you’re trying to make it look as edible as possible, practically jumping off the screen on to your plate. In this case, the concept was trying to get visitors to re-evaluate what they know as “healthy” ingredients — ingredients we know to be beneficial in their natural form (eg soy, mushrooms) but whose benefits are often obscured by heavy processing. To that effect, our ingredient selection, arrangement, lighting and execution evoked the deceptive, illusory nature of pseudo-science.